Jeep Brand

Creative Presentation

TLC Jeep Brands

Overview & Creative Brief

TLC: Jeep BrandsPage 4

Overview. Jeep is a very particular type of vehicle, a car like no other. Everybody knows Jeep. Even when learning the alphabet as a child, “J stands for Jeep.’’ It’s older than we are, yet fresh as ever.

Jeep has everything to do with the adventuresome side of the American dream, the dream of freedom and independence, a place of no frontiers. Jeep gives us the great, wide-open outdoors, be it in the country or urban environment — where dreamers or doers seek out adventures.


Jeep, born of a need for utilitarian efficiency — now as a brand — exudes the great outdoors and the promise of adventure (for the dreamers) and the excitement of adventure (for the doers). We are all dreamers and doers at times, and Jeep adds character to our home life and excitement to our leisure and vacation time.Objectives. As brand extension, our work follows and complements the core Jeep strategy, but we are evolving a separate creative strategy. Building three distinct sub-brands to support the main Jeep brand will allow development into new product areas, appeal to new audiences and elevate the brand to higher levels.

These sub-brands need to compete against well-established brands in areas where Jeep doesn’t currently have a presence, including technical apparel, outdoor equipment and fashion apparel.


Our focus is on the overhaul of the current Jeep brand extension guidelines. But before that brand system documentation exercise, we first must reposition Jeep as a genuinely global lifestyle moniker and the owner-brand of American-style “outdoor adventure.”

The Jeep sub-brands can express a personality of their own yet remain true to the Jeep core brand. Each sub-brand is built upon by a Brand Matrix, which draws out the ex-isting brand values within the Jeep sub-brands, identifying them so that they form the backbone of all the strategic and creative work that brings each brand to life.

Bringing the Jeep sub-brand to life:

This product category is the home of Jeep’s general brand extension products and it has a broad reach, predominantly focusing on automotive enthusiasts, juveniles and kids, and the more extreme mobility associated with Jeeps.

Existing Jeep customers have an affinity to the brand and believe in what it stands for. However it is likely that they are becoming or have become disillusioned with the product offering: the packaging is tired and has remained the same for around a decade. The Jeep image on merchandising looks dated, however customers are loyal to the brand because they believe in it.

Liquid Agency Brand Marketing

TLC: Jeep Licensing ProgramRound 2: 02.04.11Page 16

Brand Matrix: Jeep

Attributes What are the three distinctive characteristics of our brand?

Functions What does this bring to our business?

Rewards How does this make our customers feel?

Values What core values does this give our brand?

Personality What type of personality does this give our brand?

Brand vision What statement summarises our overall brand vision?

Authenticity Mastery Originality

Real Rugged Proud

Rugged products that are part of an authentic future.

These are the genuine articles

Reputation for craftsmanship

Always works for the outdoors

Part of American culture

Durable and design for purpose Trust/Respect

Honest Reliable Heritage


Jeep equates with outdoor adventure to consumers in this category. This target audience, both male and female, is complicated because the product range can be quite diverse and disparate — it can include agility, toys, die-cast and luggage. This category is often everything that’s not in the other two categories. As currently expressed in retail, packaging is “too corporate and shows no emotion”; “it says nothing about the brand.” At point of sale, the customer has to get “the connect” — it must be exciting and fresh, the brand image must say, “That’s Jeep and I feel it.”

Bringing the Jeep “Spirit” sub-brand to life:

The vision behind the Spirit brand is that this is outdoor-ready apparel for adventurous souls.

Jeep has been merchandising clothing for 8–10 years, in a fragmented way, with no underlying structure and different target audiences worldwide. So, we aim to elevate the brand to a higher level. The three core personalities behind this brand are that it is purposeful, the apparel is outdoor-ready and it identifies the audience as being “off-roaders” in one way or another, even if they are simply daydreaming about it or are urban-bound.

Jeep “Spirit” is focused on young, outdoor fashion–led consumers who understand trends and express individuality through fashion. They are the dreamers. They have a love for the outdoors but are not forever seeking the thrill of adventure. They might go out and do some outdoor stuff, but they are happy dreaming about doing it. There’s an affinity to the main brand — enabling life’s adventures and the Spirit of Adventure.

“Spirit” is a state of mind. These consumers are smart and savvy yet relaxed and comfortable. They know who they are and what they want: a quality product that combines fashion trends and functionality. It is purposeful and for off-roaders. It is all about the great outdoors, with a romantic twist and a playful touch, for dreamers.



Brand Matrix: Jeep “Spirit”







Style Capability

Purposeful Outdoor-ready

Outdoor-ready apparel for adventurous souls.

Relaxed ‘fashion’ Outdoor-styling

Clear sense of identity Fit for purpose

Inner confidence Dependable

Personality

Self-expression

In the group

Adventure

“Off-roaders”


We are targeting existing Jeep customers, people who have a connection with the brand. People tend to only buy the product if they are into the idea of Jeep, and what Jeep stands for. Yet, this is a fashion-led range, which allows self-expression and gives customers confidence and self-assurance by wearing it. Thus, customers we are targeting may not have considered Jeep in this area before but would be pleased to see a fashion-led product offering because to them it would make complete sense. Jeep Spirit could go mass market. It’s about outdoor adventure — urban and country — expressed with freedom.

This allows us to go into the fashionable end — it’s partly a trend issue. “Spirit” is “low-tech” material: the jacket would be OK for shopping but not OK for extreme outdoors. We should show the style details, the personality details, in the clothing. We will update the fashion trend directions every six months. The direction will be “You can interpret these to a certain extent”; they will be interpreted globally. For example, military heritage, prints and color patterns.

Bringing the “JXP” sub-brand to life:

The JXP customer loves the outdoors, be it the great outdoors or urban outside, and is looking for a superior high-performance product that has both functionality and style.

They are the “doers” of the Jeep brand (not the “dreamers”). Whether on a thrill-seeking adventure or camping in a remote location, this customer understands what is required from a performance product and expects the product to deliver.

The audience is equally male and female, urbanites with the need for adventure. They are the Grand Cherokee with the heart of a Wrangler, broadly aged 18–45, with the majority being 25–40.

Jeep customers have a real affinity to the brand — unlike any other car brand (more like Harley riders have an affinity for their brand). They believe in what it stands for, and they may be wondering why there isn’t a range of technical products. The new Jeep customer we aim to attract may not have tapped into this mind-set. Jeep may not be on their radar. They need to feel the brand and have a connection at retail.



Brand Matrix: JXP







Adventure Performance Freedom

Inspiring Confident Mastery

Enabling life’s extraordinary adventures.

Gateway to the great outdoors

The right toolsfor the job

Technical Solutions

No boundaries Capable New Experiences

Empowerment Enabled Enriched Experience


JXP owners are all about truly high-performance, high-end, technical-led products. These people are the doers (Jeep Spirit people are the dreamers). (It’s not an exclusive club - you can be a dreamer and a doer). Doers think, “I’m going to spend my money on hiking, climbing, camping.” There is some clothing in this range, and unlike “Spirit” the trousers and jackets in the category are the “real deal” — you can ski at high altitude and survive in extreme conditions in this gear.

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In Brief:

Jeep brand is the home of Jeep’s general brand extension products and it has a broad reach, predominantly focusing on automotive enthusiasts, juveniles and kids, and the more extreme mobility associated with Jeeps. Existing Jeep customers have an affinity to the brand and believe in what it stands for. However it is likely that they are becoming or have become disillusioned with the product offering.

Jeep Spirit focused on young, outdoor fashion led consumers who understand trends and express individuality through fashion. They are the dreamers. They have a love for the outdoors but are not forever seeking the thrill of adventure. They might go out and do some outdoor stuff, but they are happy dreaming about doing it. There’s an affinity to the main brand – enabling life’s adventures and the Spirit of Adventure.

JXP is all about truly high-performance, high-end, technical-led products. These people are the doers. Doers think “I’m going to spend my money on hiking, climbing, camping”. There is some clothing in this range, and unlike “Spirit” the trousers and jackets in the category are the ‘real deal’ – you can ski at high altitude and survive in extreme conditions in this gear.

Jeep

Direction 1.1

The Natural


This concept builds off the existing Brand Identity to create a proprietary visual style that is rooted in adventure.


Elements of style

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Photography style





Direction 1.2A

Heritage


The heritage of the Jeep brand is woven into the fabric of this visual style. By design, the imagery evokes the nostalgia of bygone days by gracefully aging the depictions that dominate this visual style.


Elements of style


Photography style





Direction 1.2B

Heritage


As an adjunct to the previous execution, we have considered the idea of creating a design convention that complements the Jeep logotype and serves to differentiate the sub-brand from the master brand. The design is simple and powerful. This approach provides the opportunity to incorporate color and/or textures into the ID system, creating another layer in which we communicate with the Jeep brand.



Jeep“Spirit”

Direction 1.1

Authentic


The Jeep Spirit concept is built around the idea of individual expression and experience. This relaxed and tactile visual style is fulfilled with each unique execution, demonstrating an unbridled enthusiasm for authenticity — a hallmark of the Jeep brand.



A basic collection of badges has been established, but it’s anticipated that the badge collection will grow, creating new opportunities for design and a broader expression of the Spirit sub-brand.


There is no single identity for the brand. We have designed a myriad of badges that are the cornerstone of this style. In this case, the Brand ID is the sum of the parts on any given application.


Alternate Names

Jeep Spirit

Jeep Origin

Jeep Range

Jeep Era

There is some consideration for changing the Spirit name. Here are a few naming options to illustrate the point that even if the name changes, it doesn’t diminish the essential personality and meaning of this “Spirited” visual style.


Elements of style

Distressed type Distressed backgrounds Artifacts


Photography style




INEAR

RU

GG

ED

STYLE

On Cord Microphone

In Line Audio / Track Control

3 Replacement Foam Tips

i P H O N E / i P O D

I T E M N O .

IN-EARHEADPHONES

EAR BUDSEAR BUDSEAR BUDSO N C O R D M I C R O P H O N E

I N L I N E A U D I O / T R A C K C O N T R O L

3 R E P L A C E M E N T F O A M T I P S

E N A B L E L I F E ’ S

E X T R A O R D I N A R Y

J O U R N E Y S

S T R E N G T H | S T Y L E | T R A D I T I O N

AUTHENTICRUGGED STYLEI T E M N O .

EARBUDS

O N C O R D M I C R O P H O N E + I N L I N E A U D I O C O N T R O L

1941





JXP

Direction 3.1

Low-ride "Chrome"


This concept is about conveying a high-end, highly technical, performance-driven sub-brand that is made for an audience that has a real need for adventure. They are experienced and demand the best.


This page reflects the exploration of expressing the JXP brand. The stand-alone acronym creates a brand that deflects the perceived utility of the Jeep brand to position JXP as a premium brand. Xtreme Performance is a descriptor that clarifies the acronym. Jeep Xtreme Performance puts the Jeep brand power behind the new sub-brand.


The color scheme is masculine with undertones of quality and sophistication. It works well for both male and female audiences.


Photography Style





Direction 3.2

Block


EVERY DOER HAS A DESTINATION


The concept of "destination" is the catalyst for this design. The arrows that define the “X” serve as the symbol to illustrate the brand’s story.




Photography Style





Direction 3.3

Destination X


To tell the story of Doers and their destinations, we engineered the X to become a vanishing point in this unique and unexpected symbol.






Direction 3.4

Arrows


The destination "arrows" are at the heart of this design that transforms the JXP acronym into a symbol of engineered sophistication. The symbol is the foundation for a visual language that is used in surface and fabric designs.





Direction 3.5

Tribe


Crossroads intersect with symmetrical perfection in this direction’s design. Its symmetry facilitates easy translation into patterns that can be used in a number of applications.





Summary


Heritage Spirit JXP

3.2

3.3

3.4

Thank You

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Jeep Brand